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Sri Lanka Apparel Exporters Association Chairperson Rajitha Jayasuriya
By Charumini de Silva
The Sri Lanka Apparel Exporters Association (SLAEA) newly elected, first-ever female Chairperson Rajitha Jayasuriya on Monday called for bold strategies, innovations and Government support to secure the industry’s future.
Addressing members at the association’s 42nd Annual General Meeting (AGM), she outlined four key priorities for the industry in a rapidly evolving global market.
Firstly, she stressed the need for technology and innovation. Embracing automation, digital-first strategies and transparency across the value chain will be critical to meeting the demands of sustainability-focused, digitally-driven brands.
“Innovation would boost speed-to-market and productivity, whilst making Sri Lanka more competitive,” she added.
Secondly, she highlighted the importance of export market diversification. “Over-reliance on traditional markets exposes the industry to external shocks. Thus, expanding into developing and emerging economies is essential to stabilising growth,” she explained.
Thirdly, Jayasuriya underscored the need to focus on labour and workforce empowerment. “Policies that up skill workers, especially women and ensure ethical practices will strengthen appeal in an era of growing consumer demand for transparency and traceability,” she said.
Fourthly and finally, she emphasised the role of national policy in driving the industry forward and called for robust Governance support through free trade agreements, stable fiscal policies and incentives to boost local production capabilities.
She highlighted domestic fabric mills and the expedited development including Eravur Fabric Park, citing it is crucial to reducing reliance on imported raw materials and creating a vertical supply chain.
Jayasuriya described a stark picture of the industry’s current environment, stressing how global economic uncertainties, geopolitical tensions and increasing environmental awareness are focusing the fashion sector to reinvent itself.
She noted that the challenges of attracting profitable business to Sri Lanka are often under appreciated by those outside the industry.
“Our customers are under severe price pressures as global economies grapple with political and economic shocks,” she said, pointing to shifting consumer preferences and the rise of agile, sustainable competitors targeting younger, socially conscious buyers.
She said technology, fast fashion and artificial intelligence are further transforming the industry, creating unprecedented competition for established markets like Sri Lanka.
Sri Lanka’s apparel exports, she said, reached $ 4.7 billion in 2024, reflecting a modest growth, but was still below the pre-pandemic level of $ 5.3 billion in 2019.
Despite these numbers, Jayasuriya expressed confidence in the country’s unique position as a trusted destination for ethical and sustainable apparel manufacturing.
“Standing still is not an option. To grow our share of the global market, we must seize opportunities and adapt as global consumers increasingly prioritise sustainability,” she said.
The Chairperson also urged the Government to improve the ‘ease of doing business’ by implementing a Single Window system for investments and reforming labour and investment laws to align with global standards.
“The legislative changes would be crucial in achieving the apparel industry’s ambitious $ 8 billion export target this year, set along the broader national export goals,” she stated.
Jayasuriya acknowledged the achievements of regional competitors, particularly Vietnam and Bangladesh whose apparel was facing social and economic upheavals.
Vietnam’s apparel and tactile exports grew by 11.26% in 2024 to reach $ 44 billion while Bangladesh recovered swiftly from disruptions, generating $ 38 billion in exports, a 7% rise from 2023.
She also highlighted China’s dominance, fuelled by investments in raw materials, technology and scale which continue to set it apart globally.
However, she cautioned that the future would depend on collective action. “The challenges of tomorrow are inevitable. But how we rise above them will be determined by the decisions we make today. It is up to us to lead with courage, craft strategies that inspire transformation and seize the boundless opportunities that lie before us,” she added.
Pic by Lasantha Kumara
